Yukari Iwatani Kane for The New Yorker:
Mistakes, in turn, are being made: Apple Maps was a fiasco, and ads, like the company’s short-lived Genius ads and last summer’s self-absorbed manifesto ad, have been mediocre. Apple’s latest version of its mobile operating system, iOS 7, looks pretty but is full of bugs and flaws. As for innovation, the last time Apple created something that was truly great was the original iPad, when Jobs was still alive. Although the company’s C.E.O., Tim Cook, insists otherwise, Apple seems more eager to talk about the past than about the future. Even when it refers to the future, it is more intent on showing consumers how it hasn’t changed rather than how it is evolving. The thirtieth anniversary of the Macintosh—and the “1984” ad—is not just commemorative. It is a reminder of what Apple has stopped being.
Maybe it was for the best that Apple didn’t air a commemorative ad during the Super Bowl. A nostalgic, backward-looking ad couldn’t come anywhere close to “1984,” which challenged the status quo and started a religion. link
Like so many analysts, pundits, and authors who put Steve Jobs on a pedestal, and despite previously being an Apple beat reporter for the WSJ, Kane (whose book Haunted Empire: Apple After Steve Jobs is due in March) clearly doesn’t get Apple, or Tim Cook, that 1986 is not 2012, and that “the next big thing doesn’t just happen every damn year”.